Chapter 13: How to find personas for your busisness
“What do successful business Entrepreneurs Have that unsuccessful business Entrepreneurs lack?” Here is the business secret logic of how to find personas for your new business idea.
Whereas a persona is used as a representation of a specific segment, It’s important to note that in business, personas are a representation of goals, desires, brand, behaviors of hypothesized users, interaction space, and product. According to the recent research that was based on online marketing, it was discovered that more than one persona was created by different entrepreneurs for each product, but the most successful business entrepreneurs usually focused on only one primary persona for the product design.
How was this possible? They collected data through interviews with users, and their description of behavioral patterns of users was based on environment, attitude, skills and goals. Realistically for the data to be meaningful, the results were more of the fictional personal details of the personal character.
Why is it important to build a persona? If anything is to be considered first in the process of product redesign, then persona development is paramount because all decisions of the user’s needs, goals and capabilities are determined in the process of persona development. Once personas are clearly and considerately defined, then it becomes easy to prioritize according to the needs of the end users.
Benefits of persona development
Before I dive into explaining the benefits, the following keywords are worth to mention as related to persona;
- Persona group: this includes the sales manager, the CEO and the customer care, agents
- The fictional name: For example the name of the brand that defines the product
- Demographics: This includes the age, gender, sex, education and possibly ethnicity
Persona development is in most cases meant to be categorical in business for example buyers persona. A buyer persona focuses primarily on the buyer’s profile or the real person who buys from the business. Let’s make this simple as possible.
“Hey guy with the white t shirt that says Star Wars with Darth Vader on it, with a Star Wars iphone case, I have a red light saber for you”. The person reading this might also be that guy. In that case, the reader might check your site, business out and see what you have to offer. Instead of saying, we sell lightsaber, you are identifying a Star Wars geek that might want to know what other Star Wars products are out there. Then, you will identify their behavior, what else would they be interest in, and the list goes on. If you place an ad that said, “we have lightsabers”, just how many other sites are you going to compete with? Identifying personas can help you isolate that perfect person to say, that’s me, lets have a look.
Here are the most important benefits of the buyer persona for your business, broken down by bullet points.
- Improves product development and positioning
There are so many challenges and problems associated with the existing products in the marketplace, so considering the buyer persona in the initial stages of the product development will help you to address such challenges by giving more value and effectiveness of the new product. This will ultimately increase the return on investment for your business.
- Increases more targeted sales
By understanding the customer’s desires, goals and-and personality traits while looking at different demographics, it helps the sales team to focus more on producing such products that are appealing and desired by the customers thereby making more sales
- Strengthens the organization’s unity
The customer care representatives, CEO, sales manager and all other administrators will always interact to harmonize the buyer’s needs. In so doing they must come up with a unified understanding which is binding so as to increase customer satisfaction.In the process, this increases their working relationship and unity.
- Increases lead generation
As far as content marketing is concerned, your business success about a particular product is based on providing value that cares about the customer’s needs. Developing a buyer persona for any business is the only surest way to improve a company’s marketing efforts by providing more value to generate more leads.
Because persona development is tailored to benefiting both you and the buyer, here are some of the benefits of persona development to the buyer
- Improves product redesign customer interface and site structure.
Because you will always focus on the customer’s needs there will be optimal placement of content on your website to favor customers /clients needs
- Provides more empathy on the person using the product
The desire to drive customer satisfaction will position designers and developers of products to focus on developing products that align with the actual user needs.
What you need to know while building persona
The whole process of building persona involves collecting data. And because persona is a fictional representation of users of products, you’ll need to properly understand the demographics of who your actual user are so that you can come up with a clear documentation of the same. How will you be able to do that? By far, interviewing the existing users is the most appropriate technique where you’ll conduct a set of interviews with different groups of customers and then identify the common patterns of behavior of a given target audience that must be included. Okay, leave that aside for now and let’s see what else we can do.
Carrying out surveys on potential clients is another useful technique which will help you with information concerning the users, their location and possibly their age brackets. You can use Typeform.com or SurveyMonkey and other form/survey providers for free and place it on your social media posts or asks your friends to start sharing this survey with their friends. Create a Facebook Business Page and spend a few dollars and place an ad and see if viewers will fill out your survey. Ask through Quora (my recommendation). You can also collect data from non existing users by brainstorming the product goals and purpose. Although this requires a strong sense of imagination.